The landscape of college football is changing fast. Auburn University’s recent decision to move its 2026 home opener against Baylor to Atlanta’s Mercedes-Benz Stadium really drives that point home.
This move is part of the Aflac Kickoff Game. It’s not just about a different venue—it’s a calculated play to maximize revenue through Name, Image, and Likeness (NIL) opportunities.
Georgia head coach Kirby Smart weighed in, pointing out both the upsides and the headaches that come with these shifts. Honestly, it’s a lot to consider.
The Aflac Kickoff Game: A New Era for College Football
Auburn’s decision to relocate its 2026 home opener against Baylor to a neutral site is a big deal for college football. The game’s set for Mercedes-Benz Stadium in Atlanta as part of the Aflac Kickoff Game.
This isn’t just about swapping stadiums. It’s a strategic way to cash in on NIL opportunities and rake in significant revenue.
Financial Implications
By taking the game to Atlanta, Auburn stands to gain a pretty lucrative financial package. Peach Bowl Inc., the group behind the Aflac Kickoff Game, will pay third-party partners that own Auburn’s marketing and NIL rights.
This setup includes promotional appearances by players in the lead-up to the game. So, what would’ve been a regular home game suddenly becomes a multi-million dollar revenue shot.
David Epps, Peach Bowl Inc.’s chief operating officer, says this new model for neutral-site games is meant to “move the chains financially for universities and student-athletes.” The money’s tempting, but there are definitely trade-offs—especially when you think about ticket access and fans.
Impact on Fans and Ticket Availability
One of the biggest changes here? Ticket availability for students and season-ticket holders. Jordan-Hare Stadium, Auburn’s usual home, fits 87,451 people.
But at Mercedes-Benz Stadium, Auburn gets just 20,645 tickets. Baylor will get the SEC standard 3,000 for visitors, and the rest will be sold by the Aflac Kickoff Game folks.
Fan Engagement and Economic Impact
This means Auburn’s giving up rights to over 62,000 tickets. That’s a massive cut in what’s available for their own fans.
The economic impact isn’t just about tickets, either. Money that would’ve come from an on-campus game now goes straight to Atlanta, which hits local businesses and the university itself.
Kirby Smart pointed out that while bringing in money for players matters, it’s also crucial to keep home fans, alumni, and everyone who supports the team happy and engaged. There’s a balance to strike—no easy answers.
Kirby Smart’s Perspective
Kirby Smart’s got experience with these neutral-site games. He kicked off his head coaching career with a win over North Carolina in the Chick-fil-A Kickoff Classic in 2016.
Since then, he’s been in three more kickoff classics, beating Clemson in 2021 and 2024, and Oregon in 2022. Georgia also faces Florida every year at a neutral site—usually Jacksonville, though it’ll be Atlanta in 2026 and Tampa in 2027 while EverBank Stadium gets renovated.
Balancing Revenue and Tradition
Smart admitted there are perks to neutral-site games, especially when it comes to revenue. Georgia’s even been approached about moving more games to neutral sites.
But he’s wary. “You’re working to generate revenue for your players, which is the lifeblood of your program, but you’re also trying to entertain and make sure your customers, the ticket, the home ticket fans, the alumni, the people who buy your seats, are just as engaged,” Smart said. It’s a tricky line to walk, honestly.
Future of Neutral-Site Games
This trend—moving home games to neutral sites for financial reasons—probably isn’t going away anytime soon. Schools will have to get creative to make sure players, coaches, fans, and local businesses all feel like they’re winning, or at least not losing out too much.
Challenges and Opportunities
Sure, the financial upside is obvious. But the hurdles? They’re just as real.
Schools have to juggle the chase for revenue with the heart of the game—keeping fans engaged and honoring tradition. Neutral-site games can be a blast for players and rake in solid revenue.
That said, pulling them off takes some serious planning. Everyone involved wants to walk away happy, but that’s not always easy.
For more details on this topic, you can read the full article on 247Sports.
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